Transcript of "Informe tendenicas turismo 2013: Kuoni travel-trends-report-2013-final"
kuonitravel trends report 2013
Table of ContentsIntroduction & Destination Trends……………….Holiday Trends………………………………………………Top 10 Destinations………………………………………Top 10 Wedding Destinations………………………..Top 10 Honeymoon Destinations…………….........Top 5 Holidays for Singles……………………………...Top 5 Tours……………………………………………………Holidays by emotional needs…………………………Future Trends…………………………………………………Conclusions……………………………………………………About Kuoni…………………………………………………….Kuoni’s retail network…………………………………….Report CredentialsFigures in Kuoni’s 2013 Travel Trends Reports are based onmultiple sources, namely statistics from booking patterns madebetween January to December 2012 for holidays during 2012 and2013, actual passenger numbers, customer behaviour andfeedback. All this data is then analysed by Kuoni’s marketmanager’s global insight.The Report’s 2013 figures are based on holiday bookings made upuntil December 2012.Kuoni has been undertaking this annual Travel Trends Reportsince 1980.
IntroductionThere is no doubting the power of a holiday. It refreshes the parts that otherremedies do not reach, and in these strained times, holidays are needed morethan ever.Where you book is only part of the decision-making process; the otherdecision is what you want to do once there. Do you want an exotic beachgetaway, a family break, an adventurous safari perhaps or a pampering spabreak? Do you want world-class luxury or something more wallet friendly?Some want to relax; others crave adventure and excitement while time-poorcouples need to re-connect while others go away to make life-changingdecisions.One thing is for sure, and that is romance is alive and well. Kuoni‟s Top 10tables on Weddings and Honeymoons reflects that Kuoni customers arebooking hand-picked hideaways, secluded villas, pampering hotels andprivate islands spanning the exotic Far East and Africa, magical Indian Ocean,and colourful USA, Caribbean and Mexico.But the one destination that scores above all others, regardless of reason forholiday, is the Maldives. This is currently Kuoni‟s top-selling destination for2013, as it was for 2012. And one can understand why: the warm IndianOcean is home to 1,200 islands that make up this magical archipelago ofidyllic islands.The Maldives is not only No 1 in our Top 10 Destinations this year but also No1 in the Top 10 Honeymoons 2013 (as it was in 2012), and No 2 for TopHolidays for Singles.These are just some of the top-line results from leading tour operator Kuoni‟sannual Travel Trends Report 2013. The Report tracks the changingpreferences of the holiday-going public and not only where they book forweddings, honeymoons, family breaks, or as solo travellers, but also the insidetrack on emerging trends.Destination TrendsThe ten top selling destinations for 2013 are the Maldives,Thailand, Sri Lanka, the USA, UAE, Mauritius, Malaysia, Barbados,Singapore and St Lucia.Many destinations have stayed the same in our annual trends report,reflecting the constant appeal of the exotic countries and vibrant culturesof the Far East, the Indian Ocean and Caribbean that absorb many of these2013 slots.The fact that Thailand occupies the No 2 slot in our Top 10 Destinations is nosurprise. The country offers holidays for everyone from captivating cities suchas Bangkok with its floating markets to small island hideaways to languish in,overlaid with a friendly, open culture.
The USA - in No 4 position - offers a vast range of disparate experienceswithin its borders from adventures in Alaska, to breathtaking road trips,flexible adventures, world-class hotels, iconic cities, sumptuous spas, valuehome stays, motor home experiences, fabulous dining, vineyardexperiences and so much more!The Caribbean takes up two slots in our Top 10: Barbados in 8th place andSt Lucia in 10th. With a minimum 80 plus degrees each day and littlerainfall for most of the year, it‟s no wonder that British holidaymakersflock to the tropical paradise that is the Caribbean.Vietnam is definitely the one to watch in 2013. Still outside our Top 10Holiday destinations chart, it nonetheless has great potential, fuelled by agreater choice of flights and some exciting new beach options for those thatlove the Far East.Holiday trendsWithout doubt, holidaymakers are looking for different types of holidays.Crashing on a sunbed for two weeks is fine for some, but the moreadventurous want to brew coffee at ancient fazendas, track chimpanzees inthe wilds of Tanzania, salsa in Havana, scale Mount Kenya, watch browngrizzly bears in the wilds of Canada, or soak up knowledge from an EcoConservationist in Costa Rica.Kuoni offers an extensive range of authentic experiences to satisfy theincreasing number of travellers who want to touch and taste the localculture.All Inclusive deals are also emerging as an important trend. Kuoni is helpingholidaymakers stretch their travel budgets with a greater percentage of AllInclusive holidays across all 14 of its 2013 holiday brochures.The Caribbean and Indian Ocean, in particular, are generous in their AllInclusive offers but holidaymakers can also find them in Kenya, Zanzibar,Egypt, the UAE, Thailand, Malaysia and Europe. The deals may include meals,soft drinks, sports, kids‟ club and entertainment options.Social media has made everyone a holiday expert, the upshot of which is afar more knowledgeable traveller. Kuoni‟s Personal Travel Experts can matchand exceed this knowledge, thereby living up to its tagline, „Crafted by Kuoni‟.Holidays are also being driven by emotional need, less so star rating, andKuoni has created nine icons to denote the different styles of holidayavailable, from those for families to holidays suited to sun and socialising, forexample.
Top 10 Destinations2012 20131. Maldives 1. Maldives2. Thailand 2. Thailand3. Sri Lanka 3. Sri Lanka4. USA 4. USA5. United Arab Emirates 5. United Arab Emirates6. Mauritius 6. Mauritius7. Barbados 7. Malaysia8. St Lucia 8. Barbados9. Italy 9. Singapore10. Malaysia 10. St LuciaThe popularity of long-haul destinations hasn‟t diminished over the last 12months, with no change in the top three positions. Ten-hour-plus flying timehas been no deterrent when the destinations are as alluring as the Maldives,Thailand and Sri Lanka.The Maldives is the perfect beach and diving holiday destination and hasconsistently scooped Kuoni‟s top destination slot. Kuoni offersaccommodation to suit all budgets, from three-to-five-star properties. Thesmart by Kuoni value properties such as the 3.5-star Velidhu and ChaayaLagoon Hakuraa Huraa hotels offer fantastic value. Velidhu‟s air conditionedbeach and water bungalows offer every comfort, while the six-acre islandparadise that is Chaaya Lagoon offers glass-bottomed water bungalows foryour very own aquatic show.At the other end of the spectrum is the Kuoni exclusive resort of Maafushivaruthat provides sublime luxury, including an overwater spa, new sushi andTeppanyaki restaurant with theatre kitchen and an uninhabited island nearbyfor a secluded Robinson Crusoe-style adventure.Thailand retains its second spot. Synonymous with excellent value andoutstanding service, in 2013 Kuoni is offering ten exclusive properties, fromTrip Advisor‟s top choice – Rocky‟s in a private location on the lush island ofKoh Samui – to the new, laid back charm of Let‟s Sea in Hua Hin and thefamily friendly Holiday Inn Mai Khao in Phuket, which offers Kids Suitesincluding play corner, games console, iPod docking station and so on.The fabulous beach, culture and touring adventures in Sri Lanka have keptthis Indian Ocean jewel in third position. In 2013 Kuoni is predicting theemergence of two new resorts, Trincomalee on the north east and Passikudahon the east coast, and for the two Kuoni exclusive properties - the four-starJetwing Sea in Negombo with its rooftop spa, and the three-star-plus ClubBentota, with extensive watersports, beachfront location and ayurvedic spa –to continue to be among travellers‟ first choice of places to stay.The USA retains 4th position in the chart, unsurprisingly for its amazingbreadth of things to see and do, from iconic cities such as New York, LasVegas, San Francisco and LA, to breathtaking scenery perfectly suited to self-drive escapes, flexible adventures and tours.
The UAE in 5th place, again, offers something completely different: a touch ofexotic Arabia mid-haul and with the bonus of little jetlag. Dubai is still thedriving force of the region but Abu Dhabi is catching up and this year Kuonihas introduced the brand new five-star Park Hyatt Abu Dhabi Hotel & Villason the cultural enclave that is Saadiyat Island. It‟s an exclusive sanctuarystretching along a nine-kilometre beach, with landscaped gardens, nearby golfclub, balconied or terraced guest rooms or private villas, a wide selection ofauthentic cuisines and a luxurious bi-level spa.
Top 10 Wedding Destinations2012 20131. Sri Lanka 1. Sri Lanka2. Mauritius 2. Mauritius3. St Lucia 3. USA4. Antigua 4. St Lucia5. USA 5. Antigua6. Jamaica 6. Thailand7. Thailand 7. Jamaica8. Barbados 8. Barbados9. Seychelles 9. Kenya10. Kenya & Italy 10. ItalyWith the exception of Seychelles, the same ten fabulously inspirationalwedding destinations make up our 2013 chart as they did in 2012.Sri Lanka and Mauritius top the table, offering sun-kissed weddings instunning locations, coupled with excellent service.The USA has risen two places, to third, fuelled by the popularity of New Yorkfor weddings, including civil partnerships.St Lucia in fourth spot is another sun baked wedding destination that alsooffers good value for money. Some hotels even offer free weddings.Thailand in sixth place is another great value destination. Hotels such as thesecluded Centara Villas on a private beach offers a „Just the two of us‟packages for approximately £450 that takes some beating.Kenya in ninth place, having moved up one spot, offers unconventionalweddings a la „walk on the wild side‟ with wedding ceremonies on the MaasaiMara‟s open savannah plains or on a tranquil beach, or a combination of both.Italy has also moved up one spot. It is the only short-haul destination inKuoni‟s Top 10 table but is unsurprising because of its well-deservedreputation as a romantic destination. The likes of Rome or Venice are the idealbackdrop for somewhere to tie the knot, coupled with culinary delights, greatbeaches and glittering lakes.Lake Como, the Amalfi coast, the beaches in Sardinia and Sicily, unspoiltPuglia in the south and rural countryside in Tuscany; they are all just a shortflight away. Visit castles in Puglia, chic boutiques in Milan, picture postcardvillages on the Neapolitan Riviera, marvel at Rome‟s stunning Sistine Chapel,sail to the idyllic island of Capri, visit great artistic treasures in Florence andSienna, or people watch on Sardinia‟s glitzy Costa Smeralda.
Top 10 Honeymoon Destinations2012 20131. Maldives 1. Maldives2. Sri Lanka 2. UAE3. UAE 3. Thailand4. Thailand 4. Sri Lanka5. Mauritius 5. USA6. USA 6. Mauritius7. Malaysia 7. Indonesia8. Indonesia 8. Malaysia9. St Lucia 9. Singapore10. Italy 10. MexicoOnce again, the Maldives reigns supreme in the honeymoon stakes, covetingthe top slot as the ultimate honeymoon destination. Its superlative resorts,many with luxury water villas, join with the year-round sunny climate,fantastic beaches, romantic experiences such as candlelit dinners on the beachand sunset cruises, and hotels to suit all budgets, to make these islands simplyaspirational.Amazing offers, such as an exclusive overnight luxury yacht cruise whenstaying at the luxurious Four Seasons resorts of Kuda Huraa and the remoteisland hideaway of Landaa Giraavaru, make the Maldives even moreappealing. Water villas and beach bungalows make the most of the sublimesurroundings.The UAE has jumped two spots to close in behind the Maldives. Getting thereis easy for this mid-haul destination, plus there are over-the-top hotels tolanguish in, cultural excursions such as the gold souks and romantic nightsunder the stars to enjoy, the pulse of a city location and the major draw ofendless high-end shops.Thailand in third place excels in smaller hideaway resorts perfect forhoneymoons. Places such as Six Senses Yao Noi, Koh Lanta, and Kao Lak aremaking their mark alongside Thailand‟s excellent beach and city-basedresorts. At Yao Noi, Mountain View villas are elevated above lush, tropicalforest while at Koh Lanta each of the 55 hideaway villas have private pools andare set into the hillside that is part of a mature rubber tree plantation.The USA moves up one place to 5th place, and two iconic cities account forAmerica‟s increasing popularity. San Francisco wins hands down as the mostpopular US destination and travellers gravitate to the affordable luxury ofHandlery Union Square Hotel downtown. It‟s followed closely by the five-starBellagio resort and casino and the entertainment-rich MGM Grand resort andcasino in the pulsating city of Las Vegas.No surprise that Mauritius is in the Top 10 – in sixth place – echoeing itssecond slot in the Top 10 Weddings Destinations table. The island offersenticing honeymoon offers, romantic Champagne dinners and pamperingspas.
Bali‟s perfect weather in June, July and August is one factor in Indonesia‟s 7thplace, but the magic of the island – its green terraces, colourful festivals andceremonies, lively bars and trendy beaches - offer still more reasons tohoneymoon here.Singapore and Mexico are the two new entrants, at ninth and tenth spotrespectively. The mega successful island nation of Singapore is the perfectbase for a multi-centre honeymoon, with Borneo or Australia. Singaporetypifies the „big trip‟ type holiday booked a long way in advance, in contrast toItaly – ousted from the Top Ten in 2013 – which is booked closer to date ofdeparture.Mexico, meanwhile, in at No 10 spot, is growing as a more adventuroushoneymoon destination, helped by the increased number of flights fromGatwick, good value packages including All Inclusive deals, and resorts suchas the romantic, adults-only resort Secrets, with its gourmet restaurants andplentiful activities. Jungle safaris effortlessly mix with luxury beach-basedstays in this increasingly popular honeymoon destination.
Top 5 Holidays For Singles2012 20131. Thailand 1. Thailand2. Sri Lanka 2. Maldives3. Maldives 3. Sri Lanka4. Switzerland 4. India5. Egypt 5. SwitzerlandCarefree singletons are booking their holidays to an almost identical list ofTop 5 destinations this year as they did last. Long-haul destinations dominatethe list, and those synonymous with a friendly culture, that are safe, with asurfeit of activities and offering high service levels.Thus Thailand stays firm in the Number 1 slot, with a host of tours to choosefrom, renowned personal service, iconic sites and fabulous food. Singletravellers can choose between a volunteering holiday in Chiang Mai, unspoiltbeach resorts to languish in, rich cultural traditions to dip in and out of andunparalleled landscapes to marvel at.Marvellous Maldives needs no explanation. This island paradise is the perfectdestination for those who want to get away from it all and absolute nirvana forwatersports enthusiasts.Sri Lanka boasts plentiful iconic sights and Kuoni is one of the few touroperators to explore Sri Lanka‟s unspoilt East Coast, with three new beachresorts. There are lots of tours that appeal, including the back-to-natureoption of the socially-responsible Nature & Culture tour.India is an interesting addition to the Top 5. Straight in at fourth position, itspull is partly the fantastic touring opportunities around the iconic sightsacross the length and breadth of the country. Beautiful palaces and temples –not least the majestic white marble Taj Mahal inside the Golden Triangle –charming cities, exotic cultures, the world‟s highest mountain range and someof the world‟s most glorious white-sand beaches, the deserts of Rajasthan,sacred rivers and Keralan backwaters to cruise, India has it all. Tours of allthese fanstastic sights and experiences provide safety in numbers and instanttravelling buddies.Switzerland in fifth spot is the only short-haul destination. It scores highly forsafety and it is also dotted with family-run establishments that are morecomfortable for solo travellers to stay in. Moreover, it offers the Big Outdoors;its snow-capped peaks and ice glaciers form a stunning backdrop for activitiessuch as cycling, trekking and mountain biking around its scenic mountainsand lakes. But that‟s not all: Switzerland also offers Chocolate Box villages,cultural cities, aerial cableways, healing thermal springs, Alpine golf andcontemporary architecture.
Top 5 Tours2012 20131. Ceylon Tour 1. Taj Tour2. Taj Tour 2. Ceylon Tour3. Vietnamese Discovery 3. Vietnamese Discovery4. Safari Experience 4. Borneo Adventure5. Borneo Adventure 5. Enchanting CubaIt is clear that serious culture vultures are thriving, keen to discover themaximum from their holiday destination. There has been very little movementin the Top 5 Tours between last year and this but some clear jostling ofpositions.2012s top Ceylon Tour – taking in the major archaeological, historical andscenic sights of Sri Lanka over 11 nights - has been pipped to the post by thesix-night Taj Tour this year. The latter soaks up all the colourful sights ofIndia, including the white marble Taj Mahal, the pink palace of Jaipur, theAmber Fort, Old Delhi and Lutyen‟s New Delhi.Vietnam‟s popularity continues apace and this nine-night escorted tour mixesMekong Delta and Halong Bay cruises with land-based sights, including HoiAn, Ho Chi Minh City and a cyclo tour of Hanoi‟s Old Quarter.Borneo Adventure moves up one slot to 4th position while Enchanting Cubaenters the Top 5 for the first time as an intriguing part of the Caribbean with avery different culture worth getting to know on this 11-night tour.
Holidays driven by emotional needsFor a long time Kuoni has realised that holidays are not booked exclusivelyon the star rating of a resort but chosen to satisfy a particular emotionalneed. Perhaps a couple wants to have some quality time together, orexplore and discover a new destination, or simply pamper their body.To meet these very different needs from a holiday, last year Kuoni creatednine icons that depict these different needs and labeled each holiday, in alltheir brochures, accordingly.The nine icons help take some of the guesswork out of the holidaydecision, and reflect the type of holiday it would create. The nine are:1. Mind, Body & Soul: A holiday that will rest mind, body and soul.These are probably the most popular style of holiday, where holidaymakersre-charge their batteries in places such as the tiny jewel that is SarojinKhao Lak in Thailand, or in Malaysia‟s best spa, at Pangkor Laut, or theluxurious Qualia hotel on Hamilton Island, home to the Australia‟s GreatBarrier Reef.Other examples include Fusion Maia Hoi An in Vietnam, Song Saa inCambodia, Jumeirah Zabeel Saray in Dubai, Shangri-La in Oman, HiltonLuxor in Egypt, Ananda in the Himalayas and Manaltheram Goa in India.2. Away from it all: A relaxing escape where holidaymakers can reallyunwind.Keyonna, the all-Inclusive and Exclusive property on a secluded beach inAntigua, sums up this category, so too Maafushivaru in the Maldives, andCape Panwa on a secluded beach in Thailand.Other examples include Rasa Ria in Borneo, the Sugar Cane Club inBarbados, Anse Chastanet in St Lucia and Astroea Beach in Mauritius.3. Time together: A holiday of uninterrupted time together and whererelaxation and rejuvenation are the order of the day.The child-free Layana Resort in Thailand‟s Koh Lanta typifies this style ofholiday, with its simple, stylish and outstanding service.Another example is the luxurious beach resort and environmentallyfriendly hotel of Andaman Langkawi in Malaysia. Nature walks to view theabundant wildlife, pampering at the V Botanical Spa, an evening naturewalk together or a day cruise around the islands of Langkawi make for arelaxing time just for the two of you.4. For Families: somewhere that will keep the kids happy for hours.Our Top 5 family-friendly places are Kuramathi in the Maldives, Atlantisthe Palm in Dubai, St James Club on Morgan Bay in the lush Caribbean isleof St Lucia, the Verandah Resort & Spa in neighbouring Antigua, and LongBeach in Mauritius. All provide a wide choice of activity along with thenatural element of sand and sea.
One to watch is the Holiday Inn Mai Khao in Phuket. Exclusive to Kuoni, itoffers quiet, unspoilt beaches with plenty of activities, plus superb kidssuites and rooms designed specially for families.5. Holiday with Friends: A holiday that offers extensive leisurefacilities, from sun terraces to a gym and a variety of sports, as well asentertainment and friendly accommodation.The social resort of Bandara in Thailand‟s Koh Samui perfectly blends day-time activities with the lovely restaurants and bars of nearby Fisherman‟sCove. Alternatively, the adult-only Body Holiday in St Lucia crammed withactivities or, for the more adventurous, a road trip in Canada to seeeverything from grizzly bears to glaciers.A note here about trends between men and women travellers. We havenoticed more groups of women travel together than men and it‟s mostly forshopping weekends and pampering wellness breaks. On average women are34% more likely to travel as a group than men.In terms of where they book, it‟s the n0-expenses-spared Maldives that comesout as the number one „girlie‟ destination.6. Sun & Socialising: a holiday offering the perfect place for catching therays, while, in the evening, offering party lovers a lively area of bars andrestaurants within walking distance.The sunset bar at the Shangri-La Tanjung Aru in Malaysia is the place tobe. The hotel also offers regular entertainment. Ocean Two in Barbadosand Rendezvous in St Lucia are other great Sun & Socialising venues, sotoo Bandara in Thailand. The Bandara Suite Hotel Bangkok seamlesslycombines comfort and refuge from bustling downtown Bangkok while itsresort and spa in Samui is a quick jaunt away from Chaweng Beach.7. I want it all: As the name suggests, a holiday that has it all, fromexciting activities, cultural diversions, shopping, spas and a great place tostay.The wonderful beach, half dozen swimming pools, plentiful restaurantsand bars and much more make Kata Thani in Phuket an ideal „I want it all‟resort. Equally tantalising are Windjammer in St Lucia and HiltonBarbados on the island of the same name.8. Explore & Discover: Those destinations offering adventures for theactive holidaymaker.It might be travelling to Australia‟s magical Red Centre to view theAborigine‟s sacred Uluru region, or to the hill tribes and northernmountainous region of Vietnam or the Maasai Mara and Serengeti on asafari around Kenya and Tanzania.9. Go Beyond: A holiday that goes to often uncharted territory, with
perhaps little tourist infrastructure but which makes up for it with bags ofexcitement and novelty.It could be an Alaskan cruise, untouched Burma, an exhilaratingKilimanjaro climb, a glimpse of the gorillas in Rwanda or to marvel at thewildlife and landscapes of exotic Costa Rica.
Future TrendsSocial mediaSocial media is driving much consumer behaviour. Many holidaymakers willcheck out TripAdvisor and similar sites before touching the „Buy‟ buttononline or before visiting a High Street travel agent.Moreover, consumers will follow their favourite bloggers and tweets fromfriends to form their opinions. They view this online word of mouthrecommendation as the best unbiased review they can garner and itincreasingly colours their final choice of holiday.LuxuryA new phrase, „luxury fatigue‟ has entered our lexicon and it refers to thosesophisticated consumers looking for something different, such as made-to-order and made-to-measure or in holiday terms, bespoke. These are thefindings of Claire Kent, a luxury industry consultant, who firmly believes thistrend will accelerate.She also predicts that high-end hotels and resorts, that might previously haveraised an eyebrow at children, are now building family-sized villas toaccommodate high-pressured, high-earners who want to bond with theirchildren and relatives.The new normSet against the uncertain global economic outlook, aspirational consumers arebecoming increasingly price sensitive and trading down. The need forrecession-friendly products and services is key and in response to this, Kuonilaunched a sub-brand called smart which perfectly fills this emerging niche inthe marketplace.Kuoni‟s Smart brand perfectly fills the budget space, in tandem with theincreasing popularity of All-Inclusive holidays and couples booking theirwedding and honeymoons early to take advantage of any Early Bird deals andto ensure availability.ExperienceNo longer satisfied with being one step removed from a destination,customers want to get under the skin of it and experience the place as aninsider. They want authentic experiences.“As the sophisticated luxury customer has progressed to an increasinglypared-down lifestyle so the interest in „experiences‟ has increased. Thisimpacts most on the hotel, restaurant and travel industries but also extends tostores”, notes the Luxury Briefing Trends* report.Kuoni is ahead of the game here; with brochures full of authentic experiencesthat allow any traveller to really experience an insider‟s view of a destination.Girlfriend power
More groups of women travelling together is one noticeable trend; certainlyfar more than men. They travel together for girlie shopping weekends, citybreaks, quality time to catch up or on wellness breaks.They are joined by equal number of Silver Surfers: those child-free, mortgage-free middle-aged travellers still with a spring in their step and time anddisposable income on their side. They travel with companions, particularlywidowers, and there is a growing trend for girlfriends holidaying with chumspost divorce.ServiceThere is no substitute for good service and customers are expecting greaterlevels of personal service today and in the future as a differentiator betweensuppliers. “Service will be king….and the service provider should go out of itsway to keep the customer happy, because people are buying less”, concludedthe Luxury Briefing report.Kuoni has expanded its retail presence in a bid to offer more face-to-facecustomer service. It is now present in 21 High Street retail shops, wherecustomers can tap into Kuoni‟s unparalleled expertise face-to-face. It is alsopresent in four John Lewis stores, in London‟s Oxford Street, Southampton,Reading and Cardiff.InnovationsKuoni is constantly innovating. In 2011 ananea was born, a collection ofsustainable holidays, experiences and volunteering that come with a feel goodfactor. Travellers can be proud to be a good corporate citizen when theypurchase an ananea holiday.In 2011 the momentum continued when Kuoni launched its Discover brochure– a brochure brimming with tailor-made journeys and authentic experiences -giving holidaymakers a chance to Find out, Learn, Notice, Realise and See byshaping their own itineraries.More initiatives came in the form of a new pricing strategy that made tailor-making the perfect holiday even easier. Customers are now in the driving seatand can chose from tours in the brochure and then are able to tweak theirduration, bolt-on beach resort perhaps or with products now listed separately,they can make up their holiday from scratch. For example, in the USAbrochure there are pages dotted throughout listed as tailor made so in SanFrancisco, a tour of the Napa Sonoma wine country can be stitched togetherwith a trip to Alcatraz and climbing up the Golden Gate Bridge.Kuoni also made it easier for holidaymakers to choose the right holiday bylabelling its holidays by nine „needs‟ icons, whether that be family, time alonewith a partner or sun and socialising.And helping to make the holiday pound go farther, Kuoni launched its first AllInclusive brochure in 2012 to help with budgeting for a holiday and having itpre-paid.
The new look website now incorporates Kuoni‟s network of destinationinsiders with regular stories on Kuoni‟s blog from Kuoni‟s Personal TravelExperts drawing on their own personal experience.Responsible TravelTravellers increasingly have a conscience about booking planet-friendlyholidays and the influence of Generation X and Y will impact this trendfurther. Customers are more aware of sustainable tourism and arepopularising Kuoni‟s initiatives in this area, such as volunteering holidays andthose partnered with the likes of Born Free, Fair Trade Tourism South Africaand Earthwatch.Paradoxically, there is such a thing as Eco Luxury and luxury industryconsultant Claire Kent expects all consumers to show increasing interest inethical issues. She says: “I find it fascinating how rapidly consumers havebeen prepared to trade down from their 4x4s to a Mini or tiny Fiat. Butultimately the product itself has to stand up to scrutiny…It will need to bespecial to succeed.”* Source: Luxury Briefing Trends
ConclusionsWhile many things stay the same, as many things are changing, and changingfast. The phrase, Plus ça change, plus cest la même chose, has never beenmore apt.The emergence of a new, planet-conscious consumer will colour holidaychoices, so too Generation X and Y who are techno savvy and will draw onsocial media to help make their choices.More sophisticated and knowledgeable consumers will demand more of theirholidays, for one, and also expect improved customer service.At the top end of the pile, luxury is being re-defined and will shape futurehotel developments, in terms of incorporating facilities for children and whatconstitutes out-and-out luxury.The world‟s austere economic outlook will drive a greater need foropportunities to escape the doom and gloom. The power of a holiday will notdiminish and the allure of the Maldives, Thailand and Sri Lanka will continue.And as the world shrinks, holidaymakers will continue to become moreadventurous. They are already gravitating towards more once-in-a-lifetimeexperiences and adventures and this trend will continue.The empty nesters are out in force. Flush with disposable income, they want tomake up for lost time and travel to all corners of the globe. They stretch 10-day holidays to 14 days, building in down time on a beach after a hecticcountry-wide tour. Kuoni is selling more Discover and Touring type holidays,particularly for India.TV programmes such as The X Factor have played their part in selling long-haul destinations, so too our seeming obsession with any celebrity and theirholiday hotspot. X Factor has helped put Jade Mountain on the map, andBarbados in general, for example. due to the number of footballers withhomes there.Meanwhile the more urbane Michael Palin has contributed to long haul travelwith his entertaining look at Brazil on BBC One. Bookings to Brazil havedefinitely been boosted as a result. With a major football event – the 2014FIFA World Cup Brazil – not far away and its burgeoning economy anchoringthe powerhouses of the BRIC countries, Brazil is definitely a country to watch.Another is the high profile adventures of Simon Reeve with his epic journeyaround the Indian Ocean on BBC2, aired last spring.All play their part in raising the awareness and the curiosity of intrepidtravellers keen to experience the new, the untried and the sustainable holiday.
About KuoniKuoni History & Awards: Kuoni (www.kuoni.co.uk) was established in1906 in Switzerland by Alfred Kuoni, a visionary adventurer and explorer ofhis time who opened some of Europe‟s first travel agencies. Today Kuoni hasbranch operations in over 40 countries. For 106 years‟ Kuoni has beencreating holidays with a spirit of adventure. Kuoni is ABTA and ATOLprotected, giving customers financial protection and ensuring they won‟t bestranded abroad.Kuoni has over 170 awards to its name; including coming top of a „Which?‟Recommended Provider survey, due to the company‟s reliability and „excellentcustomer care‟; been voted World‟s Leading Tour Operator for 11 years in arow at the World Travel Awards; Britain‟s Favourite Tour Operator as votedby the readers of Ultra Travel (Daily Telegraph) and the Daily Mail; BestLuxury Tour Operator at The Sunday Times Travel Magazine Readers‟Awards 2012 and been voted Britain‟s Best Longhaul Tour Operator by travelagents for the past 29 years.Kuoni Stores & Partnership Stores: For customers who like to book aholiday face-to-face with their own personal consultant, they are invited topop into one of Kuoni‟s 22 exclusive travel stores across the UK or one of fourKuoni Partnership Stores, which are leading independent travel agents with afirst class reputation in their towns and cities. With stylish décor, impeccableservice and the expert knowledge of Personal Travel Experts, Kuoni strive tomake sure that customers‟ holidays start the second they walk through thedoor.Kuoni stores can be found in: High Street Kensington, Knightsbridge andLondon City, Bluewater, Bristol, Cambridge, Canterbury, Cheltenham,Chichester, Dorking, Kingston, Guildford, Leeds, Liverpool, Manchester,Milton Keynes, Nottingham, Sheffield, Solihull, Westfield Stratford andWinchester.Kuoni at John Lewis stores in: Cardiff, London, Reading andSouthampton.Kuoni Partnership Stores include: Baldwins Travel Agency Ltd,Maidstone; Peter Goord Travel, Plymouth; Travel Bureau, Gosforth; WorldMarket Travel, Bath.Kuoni Ethical Commitment: The aim of Kuoni‟s Corporate Responsibility(CR) policy is to minimise the adverse impact of tourist travel and maximiseits positive effects in the long term by empowering people to protect thenatural environment and local populations. Kuoni has over 40 active globalCR projects and four priority areas: protecting children from sexual abuse intourism; promoting fair working conditions; finding solutions for waterscarcity and mitigating the consequences of climate change. Kuoni is also anactive member of Travelife. Kuoni‟s customers and staff are encouraged to beactive in achieving sustainable travel. See the Corporate ResponsibilityReport: www.kuoni-corporate-responsibility.comJoin Kuoni on the following social media channels:Facebook Twitter Storify Pinterest Flickr Google+ InstagramTumblr YouTube